One might ask a Red Bull executive whether the company's media forward thinking means the loss leader is the content. Or rather, is it the drink in Red Bull's cans?
Or is there even a loss leader?
Rebecca Lieb, analyst at Altimeter Group, recently published a report that categorizes content marketing efforts into progressive degrees of human motion: the least mature is stuck in the "stand" stage (i.e., motionless). At the other end of the spectrum there is Red Bull, characterized at "run" on Lieb's graph.